The Resource Uncover the hidden power of television programming : --and get the most from your advertising budget, Kevin J. Clancy, David W. Lloyd

Uncover the hidden power of television programming : --and get the most from your advertising budget, Kevin J. Clancy, David W. Lloyd

Label
Uncover the hidden power of television programming : --and get the most from your advertising budget
Title
Uncover the hidden power of television programming
Title remainder
--and get the most from your advertising budget
Statement of responsibility
Kevin J. Clancy, David W. Lloyd
Creator
Contributor
Subject
Language
eng
Summary
"The original research reported in this book finds that the more involved viewers are in a television program, the greater the impact of the advertising carried by the program. Since advertisers buy programs based on audience size and composition (e.g., demographics), and since these factors have little to do with viewer involvement, advertisers are missing a significant opportunity to improve the effectiveness of their advertising."--BOOK JACKET. "Anyone who is concerned with television and print advertising effectiveness - media directors, media planners, account executives, brand managers, and market researchers - will benefit from this book."--Jacket
Action
committed to retain for EAST
Cataloging source
DLC
http://library.link/vocab/creatorDate
1942-
http://library.link/vocab/creatorName
Clancy, Kevin J.
Illustrations
illustrations
Index
index present
LC call number
HF6146.T42
LC item number
C49 1999
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorDate
1949-
http://library.link/vocab/relatedWorkOrContributorName
Lloyd, David W.
http://library.link/vocab/subjectName
  • Television advertising
  • Television broadcasting
  • Television viewers
  • Publicité télévisée
  • Télévision
  • Téléspectateurs
  • Television advertising
  • Television broadcasting
  • Television viewers
  • Televisieprogramma's
  • Reclame
  • Programmering
  • United States
Label
Uncover the hidden power of television programming : --and get the most from your advertising budget, Kevin J. Clancy, David W. Lloyd
Instantiates
Publication
Bibliography note
Includes bibliographical references (p. 219-226) and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • The New Standard for Media Buying: Cost Per Thousands Involved
  • The Hidden Effects of Print Media Environment
  • Uncover the Hidden Power of Television Programming and Print Editorial
  • The Declining Effectiveness of Television Advertising
  • Television Programming: Vampire or Standard Bearer?
  • A New Model of the Effects of Television Programming
  • How the Program Involvement Study Was Conducted
  • Measuring Program Involvement on Several Dimensions
  • The Hidden Power of Television Programming Revealed
  • People, Products, and Campaigns Most Sensitive to Programming Effects
  • New Insights Into Advertising Test Methods
Dimensions
24 cm
Extent
viii, 236 pages
Isbn
9780761915812
Isbn Type
(cloth : acid-free paper)
Lccn
99006227
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
System control number
  • (OCoLC)40979815
  • (OCoLC)ocm40979815
Label
Uncover the hidden power of television programming : --and get the most from your advertising budget, Kevin J. Clancy, David W. Lloyd
Publication
Bibliography note
Includes bibliographical references (p. 219-226) and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • The New Standard for Media Buying: Cost Per Thousands Involved
  • The Hidden Effects of Print Media Environment
  • Uncover the Hidden Power of Television Programming and Print Editorial
  • The Declining Effectiveness of Television Advertising
  • Television Programming: Vampire or Standard Bearer?
  • A New Model of the Effects of Television Programming
  • How the Program Involvement Study Was Conducted
  • Measuring Program Involvement on Several Dimensions
  • The Hidden Power of Television Programming Revealed
  • People, Products, and Campaigns Most Sensitive to Programming Effects
  • New Insights Into Advertising Test Methods
Dimensions
24 cm
Extent
viii, 236 pages
Isbn
9780761915812
Isbn Type
(cloth : acid-free paper)
Lccn
99006227
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
System control number
  • (OCoLC)40979815
  • (OCoLC)ocm40979815

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